Overview
OMA is a local food brand with a strong identity and a loyal customer base. Fireflies came in to move the brand beyond standard food marketing and build a content presence that felt closer to how people actually talk about food online. The focus shifted from polished lifestyle visuals to a more personality-driven, video-first approach rooted in UGC, staff moments, and repeatable formats.
Client
OMA
Scope
Social Strategy · UGC-Led Content
Media
The Challenge
OMA didn’t need awareness for the sake of it. The challenge was to grow visibility while keeping the brand grounded, familiar, and distinctly local. Content needed to feel native to platforms like TikTok and Instagram, reach new audiences without losing existing ones, and move away from overly styled food content toward something more entertaining and shareable.
The Work
Fireflies introduced a refreshed content direction built around short episodic formats, UGC-style videos, and a recurring, TV-like series structure. The strategy leaned into: Owner and staff-led content Relatable, humorous moments inside the kitchen Challenges and trend-driven formats Repurposing high-performing TikTok content across platforms Rather than chasing trends blindly, formats were tested, refined, and repeated based on performance. This allowed content to stay consistent while still evolving month to month.
Across September and October, the new direction delivered steady growth and strong engagement
Total Reach
Video Views
Average Engagement Rate
Engagements
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Looking to grow your brand through content, creators, or live experiences? Fireflies works with teams looking for thoughtful execution, cultural awareness, and work that holds up in the real world.
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